Baker Street targets new shoppers seeking healthier options with light rye bread

Baker Street has added a light rye bread as it looks to attract new shoppers to the category.

Billed as offering a “milder taste and lighter texture” than traditional rye bread, the NPD was designed for shoppers curious about rye but wanting a softer, more familiar option, according to Baker Street supplier St Pierre Groupe.

The launch comes in response to the growing trend for everyday health, with consumers increasingly looking to make simple swaps rather than adopting restrictive diets. It also taps into rising demand for everyday breads that “combine health credentials with taste, convenience and versatility”.

Light Rye is a source of fibre and protein, and contains vitamins and minerals including iron, magnesium and thiamine. It has launched exclusively in Sainsbury’s (rsp: £1.85/500g), offering a “convenient way” for shoppers to add nutritional benefits to familiar meal occasions.

“Rye continues to perform strongly as shoppers look for simple ways to make healthier choices within the categories they already buy,” said Josh Corrigan, customer development director UK at St Pierre Groupe.

“Baker Street has played an important role in bringing rye into the mainstream, combining the health credentials of the segment with the taste and convenience that shoppers expect from everyday bread.”

Baker Street is the UK’s biggest rye bread brand, holding a 34% value share of the market. Value and volume sales have experienced strong growth, rising 57% and 56% respectively year on year [Circana 52 w/e 24 January 2026].